Research On Customer Satisfaction Of Women's Clothing Chain Stores In Baoding City And Its Improvement Strategies

Urban beauty as China's first fast fashion underwear brand,there are more than 6000 stores nationwide,in China's women's underwear industry in a leading position.But in recent years,due to the impact of e-commerce and the emergence of service concept,some of the city beauty stores have neglected customer satisfaction,and do not pay attention to customer's feelings.It has seriously affected the development of the entire brand.This paper will use the survey method,literature research method of Baoding city urban beauty the current actual situation,the behavior of TCSI satisfaction model,consumption,service marketing strategy combination analysis of the theory of the brand's advantages and disadvantages.A questionnaire survey was conducted in Baoding city women's market overall satisfaction,understand customer satisfaction situation of Baoding city's urban beauty industry and Baoding City,and the city of Baoding city beauty customer satisfaction analysis TCSI satisfaction model.Generally speaking,in the research content,it has realized the combination of chain store and satisfaction,and has carried on the thorough analysis to the Baoding women's clothing market.Through the analysis of the quality,function,style,comfort,service,sales channels,promotional activities,the price index,the first factor can be summarized as a product of the nature factor;the second factor is the service factor;the third factor is the price factor.According to the research,there is a certain correlation between the occupation and age of the consumer and the acceptable price of the product.Baoding women's lack of product classification in price and style,resulting in scattered target population,loss of competitiveness,and can not make the target population satisfied shopping.Consumer satisfaction is also directly related to purchase,and service is the main factor to reach satisfaction.In addition,there are other factors that affect the satisfaction of urban beauty in Baoding.Such as product comfort,promotional activities,product function,use,sales channels and other reasons.In addition,the following problems are found in the study of urban beauty in Baoding: the unitary propaganda method;the lack of scientific division of products;the lack of attention to satisfaction;the lack of attention to details.Aiming at the above problems,this paper argues that Baoding city should be improved through the following measures: beauty to establish three-dimensional publicity mode,the line will be online publicity combined;establish scientific product classification model,according to age,the price and demand divided areas;strengthen the degree of attention to customer satisfaction,the service concept of enterprise culture;strengthen the entity store purchasing guide service through business training,enhance the store overall comfort by lighting and music to relax the mood of customers.